Creative Spaces

It’s easy to call yourself a creative. Its a term bandied around almost as much as “I’m a marketer” in our a field. But what does one have to do to truly call himself or herself a creative? Is it winning a pitch? Is it seeing your advert flight in the paper as 26×4.5? Is it sitting around discussing why client didn’t buy into to your half-baked, get-it-out-of-my-face idea?

Perhaps to most…for the rest of us, it can be described in many ways, all of which culminate into that one inexpressibly remarkable emotion.

That warm and fuzzy feeling you get when what you create is exactly what you saw in mind. The uncontrollable sensation that comes when you don’t even have to construct a complete sentence for your designer to know exactly what your idea is. It’s that moment during a creative review when the team goes to the worlds end to find fault only to return disappointed but motivated to up their game. That self-assuredness when you know it’s a done deal.

In my view, being creative isn’t so much a choice but the search for this emotion. So simple yet so rare…

The Creative Conundrum: Creativity vs. Revenue

In Zimbabwe now more than ever, many agencies are struggling to find the right balance. In my mind its simple, big ideas will bring in the big bucks. It’s far better to have a client who appreciates our role as advertisers and respects our way of thinking, than to have a client who cant see they’re throwing their money into “campaigns” which are incorrect from conception. While the stick is bigger and stronger than the carrot, the carrot always has to come first.

 

While I understand that good creativity never comes cheap, we should never compromise on our craft. Ultimately, you gain more respect for your creativity than your bank balance.

In Conclusion

To be completely honest, I felt I should rather share my philosophy (albeit in condensed form) on why we do what we do than list the hundreds reasons why as it stands, Zimbabwe will not move forward creatively. There needs to be concerted effort to reassert the value and purpose of our industry. Many clients find it easier to blame agency when they themselves haven’t taken the time to understand the market and where they want be. I think it all comes down to the Zimbabwe mentality of growing for today and hoping tomorrow will take care of care of itself. Many Zimbabwean brands are thankful to still be alive but is it enough to just be alive or shouldn’t they prescribe to a higher order?

Tino Borerwe
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